The £1,000 Challenge

Background

Breast Cancer Now is a charity providing world-class research and life-changing care and support for people affected by breast cancer. Their £1,000 Challenge has been running for a few years, asking supporters to raise £1,000 in any way they like, at a time that's right for them.

The brief

Our brief was to refresh the '£1k Challenge' product to re-engage existing supporters and attract a new audience. Breast Cancer Now had clear income targets and a desire to create a sustainable fundraising product for the charity.

There was a wealth of insight from previous years – including the fact that restricting funds to research resonates with our audience – and these provided solid building blocks to develop the product, messaging and creative.

The work

We initially started with a review of the existing product, all relevant data and audience insight. A vital part of the brief was to activate people closer to cause, elevating them to become super supporters. We explored how people have been involved in the challenge in previous years and used this to formulate some of the campaign messaging.

We refined the existing campaign proposition, ensuring that messaging was clear, demonstrated the urgency around the need for research and was attractive to our target audiences.

Our creative team created a new look and feel for the campaign centred around the impact of the charity's breast cancer research, the focus of our campaign.

As part of the roll-out, we created a range of different assets, including a fundraising guide, DM letters and an information leaflet, print ads, social media graphics and GIFS for paid and organic, and a pin badge design for those who signed up to take part.

Breast Cancer Now also had the resource to create some assets in-house, so we produced a creative and messaging toolkit to help guide the internal team on creating assets for different formats and platforms.

The results

The £1,000 Challenge is running until the end of October - Breast Cancer Awareness Month - so watch this space.